Web Drives Up Pre-launch Sales of Land Rover's Freelander
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AGENCY.COM Ltd., a leading e-business builder in global markets, announced today impressive pre-sale results for Land Rover's newest vehicle, Freelander, which were driven by the AGENCY.COM-designed site, www.freelander.com.
Specifically, the Freelander IPO Program, conducted entirely online, resulted in an overwhelming 618 confirmed orders and 1,027 additional sales leads for the vehicle, which were publicly offered at United States dealerships for the first time in December 2001.
As the first of its kind in the automobile industry, the interactive program was designed to spark consumers' interest about the new SUV. In addition to having the opportunity to sign up to be one of the first people to own a Land Rover Freelander, the site offered a behind-the-scenes look through a Flash animated introduction that demonstrates the versatility and advanced features of the vehicle as well as the authentic British heritage of Land Rover.
"Freelander.com captured the magic and excitement of the new Freelander," said Dean Evans, Land Rover North America's interactive media & e-commerce manager. "AGENCY.COM helped us build an innovative online program that both generated demand and yielded sales for our latest addition to Land Rover North America's family of vehicles."
With creative input from GSD&M, Land Rover's traditional advertising agency and brand strategist, and i-traffic, AGENCY.COM's interactive marketing and advertising subsidiary, AGENCY.COM provided Land Rover North America with an exceptional site that grabs consumers' attention while providing a fresh online experience.
Retailer Wanye Pisinski was just one of the many satisfied visitors. "I ordered two vehicles on the IPO just to see how the site was to use and navigate. You did a great job in developing a complete package that is user friendly."
"We are thrilled with the tremendous results seen through the use of Freelander.com," said Don Scales, President, AGENCY.COM : Western Region. "This campaign demonstrates the incredible value of marketing online. Not only has Land Rover gained orders and leads from consumers interested in the Freelander vehicle, but they have also gathered valuable information to help them more effectively target potential Freelander consumers for their future offline marketing initiatives."
Land Rover's Freelander is the first small, premium European sport-utility vehicle to be sold in the United States and is designed for the city, the highway and for off-road driving. Land Rover North America has been working with AGENCY.COM on a number of projects, including the official Land Rover North America web site, since June 2000.
For more information on the Freelander and the entire family of Land Rover vehicles please visit www.landrover.com.
